Q: We’re a major high street retailer and we’d like to produce a new set of sales training videos, explaining to staff, especially new employees, how to greet customers and create sales opportunities in an easy natural manner.
We’d like to film at one of our new style stores. Also, is it reasonable to think the DVD could be produced ready for peak Christmas time which begins in October.
What ideas can you offer?
Major UK Retailer
A: To produce a retail sales training video, we need to look at the learning content first:
> Put the shopper first
> Smile, and display positive body language
> Start your conversation with a greeting
> Use open questions to get the customer involved
> Offer to help instead of saying No
> Conclude with a Thank You or Goodbye
> Offer an add-on to every guest at the checkout
As we can see, the development of a good attitude to selling, and avoidance of any appearance of harassment is fundamental.
Here’s 13 great ideas for retail training video for that you could use.
In no particular order, this includes:
1: Use two presenters, male and female, to run the programme, provide segment links, and add personality and colour.
2: Use green screen backdrop and an on-camera teleprompt for the Presenters.
3: Dramatise customer/staff scenes as examples, using actors to show the use of interpersonal skills.
4: Use staff for minor role play and interviews. Each employee comes free so use them.
5: Follow up drama scenes with staff interviews (voxpops) to reinforce and comment on the dramatised message with real life opinion and anecdote.
6: Go for a great graphic look and feel, as this will impress staff as to the quality of the production, and encourage them to take the video more seriously.
7: Retail training videos are often plagued with poor sound. So use a professional sound recordist to ensure audio quality is up to scratch in a noisy, busy store.
8: Shoot the video in High Definition HD widescreen, but edit at Standard Definition SD, to give optimal picture quality on your in-store televisions.
9: Use an advanced camera stabilisation unit (often called Steadicam) to dramatise customer-staff interplay. Also to allow the camera to track shelves and displays, showing the guest’s point of view POV as they walk through the store and scan the merchandise.
11: Since mains voltage lighting might not be practical in a busy store full of potential claimants (sorry, shoppers!), employ some sort of in-store lighting even if it means using a camera mounted-tungsten light and battery pack. This will minimise dark patches, creating a mire professional look.
12: Produce the video as a modular interactive learning DVD to validate the on-the-job training.
13: Write the script and storyboard at a store location, and involve a store manager, to ensure the examples in the scripts really are 100% authentic, ie, highly credible with staff. This avoids the trap of becoming a “head office management production”.
Learn about retail training video costs
There it is – food for thought. Thirteen great ideas for a retail training video.